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5X Mutant Gum

Alex Houghton
February 13, 2017

5X Mutant Gum

A case study of my proactive, Cannes Lions winning advertising campaign.

Alex Houghton

February 13, 2017
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  1. 5 gum inhabits a dark fantasy world, similar to those

    of Halo & The Matrix. This is to make the brand appealing to ‘explorers’: the imaginative & adventurous (especially aged 14-34) who crave discovery & new experiences. 5 Gum TVC, featuring an archetypal explorer experiencing the world of 5 THE BRAND & TARGET AUDIENCE Wrigley’s 5 Gum inhabits a dark fantasy world. This is to make 5 appealing to ‘explorers’: the imaginative & adventurous (especially aged 14 - 29) who crave discovery & new experiences.
  2. OBJECTIVES 5’s share of the gum market had plateaued at

    20% since its 2009 launch. Wrigley’s ambitious business objective was to increase share to 25%. The challenge was to create a more immersive & engaging brand: 5’s world had only ever been dramatized through TVCs. Our communication objective was to make 5 an experience which truly stimulated your senses (5’s brand proposition), not just an advertiser.
  3. INSIGHT Our research into the psychology of explorers1 revealed our

    insight: every explorer has an alter ego. This is the imaginary version of themselves with unique powers which exists only in their mind, who can go anywhere & do anything, whether it's being a rock god, a wizard, or a superhuman football player. 1The Hero & The Outlaw: Building Extraordinary Brands Through The Power Of Archetypes, by Margaret Mark & Carol Pearson
  4. We explored the media landscape for the most powerful way

    to utilize this insight. A meeting with FOX made us aware of X-Men First Class, & we immediately recognised the relevance of the X-Men franchise to our task: X-Men are archetypal explorers, whose mutant alter egos possess extraordinary powers. X-Men First Class trailer
  5. X Mutant flavour IDEA We created a new 5 flavour,

    5X Mutant Gum, which would stimulate 5 Gum explorers’ extraordinary 7th sense: their mutant sense. Above is our original product design, presented to Wrigley as part of our communication strategy. Our original 5X product design
  6. We collided the dark fantasy worlds of 5 & X-Men

    together to create the world of 5X. In this world 5 Gum explorers could create their mutant alter ego & discover their mutant power. Our idea enabled us to build an immersive brand experience which offered extraordinary scope to create compelling branded content, user-generated content & fan community engagement.
  7. AN AGENCY FIRST Wrigley loved our idea & communication strategy,

    & made 5X. This is the first time an Australian agency has created a new product to answer the client challenge.
  8. AN IMMERSIVE BRAND EXPERIENCE 5X packs drove explorers to 5XMutantGum.com

    to create their mutant alter ego. The experience offered 205,512,052,909,363,200 possible designs, across body shapes, outfits, masks, weapons & more.
  9. o Explorers then discovered their mutant power & battled other

    mutants o Players could view every mutant’s profile & powers, so they could strategically select opponents to try & become the most powerful mutant of all o Unique on-pack codes unlocked exclusive powers & drove repeat purchase Unique codes unlocked exclusive powers & drove repeat purchase
  10. The battle results were displayed on a real-time scoreboard. Players

    across Australia plus New Zealand & Hong Kong fought to win a range of major prizes, including tickets to the world premiere of the next X-Men movie, The Wolverine. The prizes were promoted via an extensive point of purchase campaign in grocery & convenience stores
  11. An integrated advertising campaign for 5X surrounded the release of

    X-Men First Class MTV branded content Channel 11 branded content Digital broadcasting High-impact formats YouTube keyword search Facebook advertising TV & cinema Editorial integration Point of purchase
  12. COMMUNITY ENGAGEMENT o Facebook.com/5GumANZ was our social hub, where community

    engagement included weekly prizes for the most liked mutants, ‘Hot Or Not?’ mutant polls, exclusive X-Men First Class content, plus much more o Celebrity mutants were seeded online via influential bloggers to create even more 5X hype o 5 Gum fans loved 5X, especially a girl called Ashleigh (mutant alter ego: Aphrodite)… Celebrity mutants were seeded online 5 Gum fans loved 5X
  13. o 41,621 mutants created o 490,096 battles fought o 263,109

    site visits o 4,339,459 page views o 6min 34sec average session time o Total fan engagement: 28,795 hours = 3.29 years o 16,000 visits were longer than 30 minutes o 20,000 visitors returned more than 50 times o 40,000 visits viewed more than 20 pages o 64,000 new Facebook fans (+21%) = 373,000 total fans o This made 5’s Facebook community the 6th largest Australian Facebook brand community at the time Engagement results The results achieved during the May / June 2011 campaign illustrate the depth of the 5X experience: Ashleigh’s mutant Aphrodite battled 20,595 times = 4.8 days gameplay Quistis’ creator Samantha purchased 179 packs of 5 Gum containing unique 5X codes
  14. 5’s best-ever market share This immersive engagement delivered extraordinary sales

    results: o 5X was the #2 selling gum in Australia in June 2011 o 5X increased 5’s total gum market share by 25%, from 21.1% (May 1st 2011) to 26.5% (June 12th 2011) o This 26.5% is 5’s best-ever market share, anywhere in the world o During 5X’s May / June campaign, the petrol & convenience gum category grew 6.9% o In Australia’s biggest petrol & convenience retailer Woolworths, total 5 Gum sales jumped 73% Source: Aztec National Confectionery Database - National Grocery, Petrol & Convenience June 2012
  15. AWARDS 1) Cannes Media Lions: Branded Content & Sponsorship (Silver)

    2) Cannes Media Lions: Best Use of Integrated Media (Bronze) 3) MFA* Grand Prix (Winner) 4) MFA* Best Strategic Launch Campaign (Winner) 5) MFA* Best Demonstration Of Results (Winner) *Media Federation Of Australia **Australian Interactive Media Industry Association ***Australian Direct Marketing Association 6) AdNews Media Campaign Of The Year (Winner) 7) B&T Media Campaign Of The Year (Winner) 8) AIMIA** Best Advertising / Marketing Campaign (Winner) 9) AIMIA** Best Integration with an Offline Campaign (Winner) 10) ADMA*** Effectiveness in Direct Response (Silver) 11) ADMA*** Digital Award for Best Website (Silver)